Stand Proud and Don't Let the Direct-Mail Naysayers Get You Down

If there's one thing that gets a bad rap in the nonprofit world, it's direct mail. Recipients (clearly unenlightened!) call it "junk mail." Some nonprofit leaders claim it's dead and we should just play taps and get on with it. Others figure it's worth using as long as we can keep it "dirt cheap."

As someone who has worked with direct mail for my entire career, I cringe when I hear "junk mail," roll my eyes when I hear the claim that rigor mortis has set in, and continue to urge anyone who will listen to invest in direct mail — but do it right.